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As more design firms partner with startups and accept equity in exchange for their skills, it’s time for a closer look at the pitfalls and the payoffs to see if you should consider taking shares in the company of your next client.

Over the last 10 years, Alex Center has experienced firsthand how the sheer size of a corporation like Coke impacts the design process — something he is able to contrast with his days at vitaminwater before its acquisition by the beverage giant.

NYC
May 9-11, 2018

The company's principal creative director on how the small-team model works inside a big company with such a global reach and why the team's ultimate goal is bona fide, possibly-quantifiable user love.